Consumer's perception towards Private Label Brands in Retail Stores

The retail scene is facing a change in the increase of private label brands in apparel segment. Many of the retailers are increasing the % of private label brands in their product portfolio as store brands which enhance the store image. It is gaining importance in the various retail stores across the country. The consumers too are preferring private label brands because of relatively low price compared to national brands. This study is part of my PhD work to understand the consumer's perception towards private label brands of retail stores by reviewing the related literatures and the pilot study is pursued to Bangalore city. It helps us to understand the rudimentary aspects of consumer buying behaviour towards private label brands with special emphasis on apparel product.